Woord versus beeld

Vergeet Google, zoekwoorden typen we tegenwoordig in op Youtube, Pinterest en Instagram. Antwoorden willen we in beelden, niet in woorden. Want we kijken liever dan we lezen. Visuele content is dan ook hot. Gloeiend hot.

3 eye openers over visuele content

 

Elk vakblad en marketing blog roemt visuele content. De cijfers die je om je oren krijgt zijn indrukwekkend:
– Je verwerkt beelden 600,000 X sneller dan tekst
– Je onthoudt 10% van wat je hoort en 20% van wat je leest, maar wel 80% van wat je ziet.
– Content met beelden krijgt 94% meer views en wordt 40x vaker gedeeld op sociale netwerken.

Stoppen met bloggen?
Moeten we dan alleen nog maar kekke filmpjes en illustratieve infographics maken? Is copy irrelevant geworden, zoals copywriter Harry Obdeijn vorig jaar schreef in Adformatie?

Van Trump zijn miljoenen beelden gedeeld, vooral van zijn ludieke kapsel. Maar het zijn toch zijn woorden, onder andere over vrouwen en Mexicanen, die de meeste stof deden opwaaien.

Een merk als Nike, bekend om spectaculair beeld en design, zou niets zijn zonder de woorden ‘just do it’. Ook voor online kiosk Blendle doen woorden het werk. Spannende headlines sleuren iedereen de artikelen in.

De verrassende schaakproef
Wat mij betreft komt het verlossende woord van Dr. Tesia Marshik die onderzoek deed naar leerstijlen. Een proef met schakers bracht iets heel verrassends aan het licht.

Beginnende en ervaren schakers zagen een paar seconden lang een schaakbord zoals dat eruit ziet halverwege een schaakpartij. De ervaren schakers wisten naderhand precies waar de meeste stukken stonden, terwijl de beginners maar een enkele toren of paard hadden onthouden. Beschikten de ervaren schakers over een uitzonderlijk visueel geheugen?

De test werd herhaald met één belangrijk verschil: de schaakstukken stonden kris kras door elkaar zoals dat in een echte schaakpartij nooit zou kunnen. Wat bleek? De ervaren schakers brachten het er net zo slecht vanaf als de beginners. Het schaakveld had geen betekenis. De schaakprofs zagen in de eerste proef direct het verhaal en haar betekenis. Nu dat ontbrak, beklijfde het niet.

Betekenisvolle merken
Kortom, het draait allemaal om betekenis. Je kunt aandacht trekken met beelden, verhalen ophangen met woorden, het gaat uiteindelijk om ‘making sense’. Relevant zijn met je merk, je content. Mensen verlangen naar betekenis. Content met betekenis wordt onthouden, gewaardeerd en gedeeld. Zo overleven we ook de ‘information overload’. De meeste informatie betekent niets.

De mensheid wordt niet steeds oppervlakkiger en vluchtiger. We zijn juist steeds koortsachtiger op zoek naar betekenis en zingeving. En dus geloof ik heilig dat merken die iets betekenen voor de wereld het verschil gaan maken. In woorden én in beelden. Maar vooral in daden!

Neem contact op of bel voor een verhelderend gesprek 023 8200 250

Content met visuele content wordt meer bekeken
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